Feb 5, 20232 min read

What is the Technology Adoption Life Cycle?

The Technology Adoption Life Cycle is a model by Everett Rogers. His Diffusion of innovations is a theory that aims to describe how, why, and at what speed new ideas and technology spread and attempts to describe the process through which new technologies are introduced and adopted by the market. It consists of five stages: Innovation, Early Adopters, Early Majority, Late Majority, and Laggards.

Innovators: This stage represents introducing new technologies and is characterized by low market penetration and high risk. Only a few visionary individuals, called "Innovators," adopt the technology. They are willing to buy into the future promise of the technology as much as what value it delivers them immediately. They make up about 2.5% of the market.
Early Adopters: The next stage is the Early Adopters, who are the first to adopt new technologies in significant numbers. They are usually opinion leaders and have a high level of influence over the market. They make up about 13.5% of the market.
Early Majority: An Early Majority is a large group of consumers who adopt technology after the early adopters have demonstrated its value. They are more risk-averse than the early adopters and typically wait for others to try a technology before they adopt it. They make up about 34% of the market.
Late Majority: The Late Majority are consumers who are slower to adopt new technologies. They are typically more sceptical and require more evidence of the technology's value before they will adopt it. They make up about 34% of the market.
Laggards: The final stage is the Laggards, who are the last to adopt a new technology. They are typically resistant to change and require a great deal of persuasion before adopting new technologies. They make up about 16% of the market.

Examples of rapid technology adoption include the widespread use of smartphones, the internet, and social media in recent times.

Final Thoughts

Startups need to understand the Technology Adoption Life Cycle because it can help inform their product-market fit and go-to-market strategies. For example, startups can focus on early adopters to gain initial traction, build a network effect, and gather feedback to refine their products. By understanding the various stages of the Technology Adoption Life Cycle, startups can also identify their target market, communicate the value proposition effectively, and allocate resources effectively.

About the Author

Adam Ryan is a Professor of Practice (Adjunct Professor) at Monash University and is a principal at Watkins Bay.

Adam has over twenty years of start-up experience in Australia and the USA. An expert in Company Structuring for Innovation, Strategy, Mergers & Acquisitions, and Capital for early and growth-stage businesses.